Enhancing Customer Shopping Experience Through AR Mini-Games

Leif Oppermann (), Urs Riedlinger, Miriam Schmitz, Yücel Uzun, Constantin Brosda, Christine Syrek () and Simone Fühles-Ubach ()
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Leif Oppermann: Cooperations Systems Fraunhofer FIT
Urs Riedlinger: Cooperations Systems Fraunhofer FIT
Miriam Schmitz: TH Köln
Yücel Uzun: Cooperations Systems Fraunhofer FIT
Constantin Brosda: Cooperations Systems Fraunhofer FIT
Christine Syrek: University of Applied Sciences Bonn-Rhein-Sieg
Simone Fühles-Ubach: TH Köln

A chapter in XR and Metaverse, 2024, pp 16-28 from Springer

Abstract: Abstract In this research article we introduce an Augmented Reality (AR) application specifically designed to use in supermarkets. Our primary goal is to incorporate interactive AR mini-games that bring joy and digital engagement to customers during their visit. Additionally, we aim to investigate the impact of this campaign on brand awareness for both the featured goods and the supermarkets themselves. This paper presents the findings of a week-long user study conducted in two physical stores of a major retailer, involving a total of 431 participants. We analyse the impact of gameplay location and the game type (generic or product-specific) on the overall user experience. Furthermore, we investigate the impact of playing the mini-games on brand recall, which did not yield significant results during our observations. We found that our gamification approach for supermarket visits is particularly effective in attracting new customers rather than retaining existing ones.

Keywords: Mixed reality; Augmented reality; Shopping experience; Gamification; Empirical studies; User research (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-50559-1_2

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DOI: 10.1007/978-3-031-50559-1_2

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